Practical advice should you ever find yourself responding to a PR crisis.

8 simpledo’s and don'ts

for positive brand management.

While there is a risk of responding too soon to a PR crisis, just staying back from the issue allows others to step up and fill the void.

howyou respond to crisis has a direct impact on your brand.

Strategy and communication are both key.

Gather as much information about the situation as rapidly as possible.

domake sure you have the facts.

Investigate quickly to establish if the story is true.

With a plan in place, you can spend crucial time implementing the plan rather than trying to figure out where to start.

doprepare for the worst.

Plan ahead by assembling a crisis team of credible individuals you can trust.

Customers, clients, shareholders, and employees should hear the facts directly from you. Communicate with them empathically.

doconsider your key audience.

Show those affected by the issue that you care.

When communicating bad news, always put public interest ahead of the organization.

dothe right thing.

Value people over property.

Being transparent when reporting the bad news prevents your business from falling into a weakened, defensive position - further spinning out of control.

don'ttry to spin the truth.

Instead, communicate...

• honestly• clearly• quickly• and often

don'tassume you’re bulletproof.

Public opinion can be harsh.

Your reputation alone won’t save you or your brand in a crisis.

Never try to minimize a serious problem in the hopes that no one will notice or that your crisis will go away.

don'tthink it will disappear.

Keeping silent on the issue won’t do you any favours.

don'tignore the media.

Wouldn’t you rather the information come directly from you?

If you don’t supply the information, the media will look elsewhere and get the information from other sources.

good PRis about People and Relationships.

That's because it allows media and target audiences to engage in your conversation, which can only lead to better results!

What’s your story? mystory@storylinepr.ca